"My plate is full. Let's review my projects and decide what to change so I have time to add something"
Saying "No" doesn't mean you have to get angry, defensive, or unpleasant. You listen fully to the other person. Acknowledge what they've said, and then say "...and no."
K: You know, actually, I'm unable to. I can't. But I know there's another way. Why don't you call ... so-and-so.